Shahid Muhammed Tawhid

Basic of Coca - Cola
Type Manufacturer Founder Country of Origin Introduced Area Coverage Flavors Carbonated Soft Drinks The Coca-Cola Company John S. Pemberton America 1886 More than 200 countries Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange, Cola Vanilla and Cola Raspberry. Carbonated drinks, sports drinks, Juice, Water, Energy drinks etc, tea and coffee.


‡ Everything we do is inspired by our enduring mission:
‡ To Refresh the World... in body, mind, and spirit. ‡ To Inspire Moments of Optimism... through our brands and our actions. ‡ To Create Value and Make a Difference... everywhere we engage.

Vision ‡ To achieve sustainable growth. ‡ People: Being a great place to work where people are inspired to be the best they can be. ‡ Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples desires and needs. ‡ Planet: Being a responsible global citizen that makes a difference. . ‡ Profit: Maximizing return to shareowners while being mindful of our overall responsibilities. we have established a vision with clear goals. ‡ Partners: Nurturing a winning network of partners and building mutual loyalty.

it s up to me" ‡ Collaboration: "Leverage collective genius" ‡ Innovation: "Seek. we do well" . imagine. create.Values ‡ We are guided by shared values that we will live by as a company and as individuals. delight" ‡ Quality: "What we do. ‡ Leadership: "The courage to shape a better future" ‡ Passion: "Committed in heart and mind" ‡ Integrity: "Be real" ‡ Accountability: "If it is to be.

Beverage Industry of Bangladesh Soft Drink Juice Hot Beverage Beverage Industry Water Sports Drink nergy Drink Others .

Overview of Beverage Industry ‡ The market size of soft drinks in Bangladesh is around TK. ‡ Coca-Cola was the market leader for many years.800 Crore per year. ‡ Now Pepsi is leading the industry with 40% market share ‡ Coca-Cola has 25% market share ‡ Mojo has 20% market share ‡ Others have 15% market share . still it has the popularity among the large population of Bangladesh ‡ Coke is in consumer·s TOM.

Globe Soft Drinks Limited. Southern Beverage Ltd. ‡ 19. Northern Beverage Ltd. ‡ 16. ‡ 10. Bridge Corporation Limited ‡ 12. Abdul Monem Limited ‡ 4. Ltd.Players in the Industry ‡ 1. ‡ 9. ‡ 2. Transcom Beverage Ltd. Dhaka Beverage Industries Ltd ‡ 17. Bangladesh Beverage Ind. ‡ 8. Ltd. Partex Beverage Limited ‡ 5. Tezarat Enterprise ‡ 13. Ltd. Ltd. Akij Group ‡ 15. ‡ 7. Sunny Foods and Beverage Ltd. Sun Crest Beverage Industries Ltd ‡ 3. ‡ 11. Global Beverage Limited (Bangladesh Beverage: 2008) . Sanowara Drinks and Bev. ‡ 18. Desh Beverage Co. ‡ 6. md. Eastern Beverage Industries Ltd. Tabani Beverage Co. ‡ 14. National Beverage Industries Ltd.

7up. Frutika) ‡Agriculture Marketing Company Limited (Pran) ‡Global Beverage Limited (Virgin) ‡Globe Soft Drinks Limited (Uro Cola.Major Players in the industry ‡Transcom Beverage (Pepsi. Mirinda) ‡Akij Group (Mojo. Uro Lemon) ‡Partex Beverage Limited (RC Cola. Lemu. Lychena) .

Secondary Survey To understand the consumers response regarding Soft Drinks .

Female 23) ‡Age Group: ‡Occupation: .Secondary Survey Result (cont«) ‡Respondent: 60 (Male 37.

Secondary Survey Result ‡Frequency of Consumption: ‡Time of Consumption: .

Secondary Survey Result (cont«) ‡Criteria affecting buying behavior .

Market Segment Family Students Executives .

When to purchase? Occasion Family Guests Casual .

When to purchase? After office Returning home Guest Executives Meeting Hang out Lunch / Snacks .

When to purchase? Academic time Fast F d Adda Students Thirsty Outing S rts .

He loves Coke because of it¶s taste. He is not a big fan of carbonated drinks and not concious of healthy drinks like juice. At evening after finishing sports he and his friends spend little time while drinking coke and other soft drinks. He is very active and practice several sports. Drinks Coca-Cola on daily basis and she would hardly change it for another brand. but it is not a requirement.Consumer Segment Anonta : Anonta is a young professional with 22 years old . . Alvi Alvi is a university going 17 years old kid. She preferes to be updated about the latest trends in fashion or arts. Being fit its important.

If he gets the chance to drink he chooses Pepsi cause he wants to associate Shakib with him.Consumer Segment Sunny Sunny is a mid level executive. . He drinks Merinda in house parties. when he watches cinema or goes shopping cause it is preferred by his wife. Sumon Sumon is a young village kid. He prefers Coke and consumes once in every week while returning to home. 32 years old. Advertisement has a huge impact on him cause he wants to be a part of the trendy class.

Primary Traits Hopeful Confident Media-savvy Tech -savvy Worldly-wise Individualistic Brand-conscious Generation Y Values Teamwork Authenticity Self-expression Civic engagement Generation Y comprehends a group of people born aged between 15-35 years old.Customer Segment . They have divided into subsequent trends. such as the Fashionists and Techno lovers. 20 .

canteens etc.B Look trend is metroMore rational. mere sexuality Always looks aspirational segment Tech savvy.TG Profile Can be identified with Rock Music & concerts Eat Cricket. Loves Car/Bikes. Sleep Cricket Hangs out a lot & generally at restaurants. College students/Young Professionals These add up to his segment·s core personality SEC A . malls. for opposite sex·s attention .

TG Touch-points Café/ Lounges Gyms/ Spa University Campus Students Executives Office Clubs Online Malls/ Market Places .

Secondary ‡ Adults in between the ages of 35-60 35Why? ‡ Love the caffeine in Coke ‡ Like the refreshing flavor and carbonation ‡ They are concerned with health problems .Customer Segments .

Buying Criteria Motivators factors ‡ Brand Affinity ‡ Taste ‡ Packaging ‡ Belongingness ‡ Affordable Hygiene factors ‡Quality ‡Refreshing ‡Taste ‡Slimming .

Perceptual Map High Health Awareness Low Brand Affinity High Brand Affinity Low Health Awareness .

Strategy 26 .

and ² Encouraging more usage ‡Protect its current market share .Strategies for being Market Leaders Market Leader·s objectives: ‡To increase its market share by expanding the total market: ² Finding new users ² Creating new uses.

Strategy ‡Affordability ‡Acceptability ‡Availability ‡Price to value ‡Pervasiveness ‡Preference .

college. university ² Line extension ‡Affordability ‡Acceptability ‡Availability ‡Rural market ² Number of outlets to be increased ² Activation in Haats. . Melas etc.Availability ‡Urban market ² Modern Trade ² Departmental Stores ² Restaurant and Fast Foods ² Fountain Cokes in front of school.

Value-in-Use Experience Surround Social Service responsability ingredients Product quality taste Value-in-use: Hapiness and fun Refreshing Just for taste Social gathering Sense of belonging Complementary product Enjoyment I feel close to my idol! .

photos or Story) ‡My Coke Rewards ² Collect points and be the lucky winner to travel Atlanta or to collect the golden bottle of Coke ‡Summer excitements ² Cap Codes (movie passes. badge) ² Prize in every five minutes . gifts. ipod.Promotional Campaigns ‡Coke can capitalize on its current slogan: Open Happiness ² Share the happy moment with Coke (Clips.

Promotional Campaign (Cont«) ‡Online Campaign through Facebook: ² Create a facebook fan page ² Where have you had a coke lately? ² 125 photos of your next coke ² Share the souvenirs of coke ² Games ² Flavor voting ‡Expedition: 6 month long Search for happiness in 64 districts .

interviews and pictures. ‡Through out these journey our ambassadors will keep posting their posts in blogs. .Expidition ² happiness go around ‡We will choose three Happiness Ambassador who will start an unprecedented journey to 64 districts in order to find out ´What makes people happyµ ‡These ´happiness ambassadorµ will search for and share the optimism and happiness of Coca-Cola from Teknaf to Tetulia. facebook fan page.

coke studio) ‡Associate coke with Sports ² Football ‡Associate coke with Fun ² Naveed·s Comedy Club ² Laughter show .Events ‡Associate coke with Music ² Jamming session with artist (ref.

Glocalization ² Think Global Act Local .

Questions? .

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